More Than 200 Experts Behind You, Our New Campaign For Racing Post

Our new campaign for Racing Post breaks this week. The aim is to establish RP's position as the authority on all things horseracing and the go-to place for the best betting intelligence.

Looking into this brief we discovered that Racing Post has more people working behind the scenes on reporting, data analysis, breaking news and technology than anyone else in racing. But we were conscious that we didn't want to make the typical chest-beating brand ad that people are tempted to go to on this kind of brief. We're always thinking what's in it for the punter? What the horseracing enthusiast or regular bettor (at whom these ads are aimed) cares about is getting the best information when and where they need it, whether that be on the app, website or paper.

So we came up with the idea of wherever people happen to be using a Racing Post product, the RP team are right there with them, whether it's a load of data analysts on the top deck of a bus, a group of tipsters in your bed, or the whole RP staff crammed into your front room. The campaign is launching the new line When You Bet On Racing, You Can Bet On Racing Post, and to bring it to life we went to the team who have helped us to make some great Racing Post ads in the past.

The spots were directed by the excellent Tom King at Gas & Electric, who is now adept at wrangling a live racehorse, a cat and a huge cast into a normal front room (no CGI or tricks used). Tom is a great director who brings a lot to the scripts and is always a pleasure to work with. Music was by the very talented chaps at Yellow Boat Music, who we always enjoy working with to create the right feel and help the ads stand-out form the crowd.

Thanks to everyone involved, especially Racing Post themselves for going with a idea like this, and for being game enough to lend us a load of their experts to be in the ads.

The TV will be followed by print, outdoor and digital ads breaking in the next couple of weeks.

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